the disciplined process

The Winning Combination:Media and Enforcement NHTSA/MADDLaw Enforcement SummitTraffic Enforcement Is Law Enforcement

July 2005

The Disciplined Process

Policy Program

Traffic Research

• FARS Data

• Enforcement Data

• VMT Data

Communications Market Research Marketing Plan Creative Development

Policy Program

Traffic Research

• FARS Data

• Enforcement Data

• VMT Data

Communications Market Research Marketing Plan Creative Development

Program

Communications

Policy

What Does The Data Say?What Does The Data Say?Perc

ent

of

Tota

l

19%

32%27%

24%19%

12%8%

5%

0%

5%

10%

15%

20%

25%

30%

35%

16-20 21-24 25-34 35-44 45-54 55-64 65-74 75+

Age Groups0

100

200

300

400

500

600

700

800

<=13 18 23 28 33 38 43 48 53 58 63

Nu

mb

er

of

Dri

ve

rs

0

1,000

2,000

3,000

4,000

5,000

6,000

0-4 5-9 10-15

16-20

21-25

26-30

31-35

36-40

41-45

46-50

51-55

56-60

61-65

66-70

71-75

75+

AGE

Demographics

Key Demographic

Men 18-34

Type A, risk taker, blue-collar

Secondary Demographics

Hispanics

Key Influencers – Women 18 - 34

Key Demographic

Men 18-34

Type A, risk taker, blue-collar

Secondary Demographics

Hispanics

Key Influencers – Women 18 - 34

You Drink & Drive. You Lose. FY ‘03/04 Recap

Target Market – Four Segments

“Risk-Taker Rick” Young male, 18-29, single, who will do anything in the name of having a

good time, always looking for a thrill. While he knows better, he is willing to take a risk if he is having fun with

his friends. He drinks for entertainment.

“Blue-Collar Bob” Male, 25-35, who typically has less education and a blue collar

occupation He thinks nothing of grabbing a few drinks or a six pack on his way home

from a long day at work. He drinks out of habit and to take a break from his everyday

responsibilities.

“Risk-Taker Rick” Young male, 18-29, single, who will do anything in the name of having a

good time, always looking for a thrill. While he knows better, he is willing to take a risk if he is having fun with

his friends. He drinks for entertainment.

“Blue-Collar Bob” Male, 25-35, who typically has less education and a blue collar

occupation He thinks nothing of grabbing a few drinks or a six pack on his way home

from a long day at work. He drinks out of habit and to take a break from his everyday

responsibilities.

No Longer Business As Usual

Think Corporate –Think Corporate –

Nike, American Express, McDonald’s, BudweiserNike, American Express, McDonald’s, Budweiser

Think MarketingThink Marketing

Business sells everyday, not just twice a yearBusiness sells everyday, not just twice a year

Think ConsumersThink Consumers

How to reach them and influence changeHow to reach them and influence change

Branding…. What Is It?

Mental piece of real estate.Mental piece of real estate.

5 Questions to Always Answer

Who are we talking to?Who are we talking to?

What do they think now?What do they think now?

What do we want them to think? What do we want them to think?

What is the ONE thing we want to What is the ONE thing we want to communicate to the target audience?communicate to the target audience?

What will make them believe it?What will make them believe it?

Message Discipline

FY ’03 You Drink & Drive. You Lose. message used in 33 States

28 States and Puerto Rico used paid advertising to support crackdown (including 13 SES)

FY ’03 You Drink & Drive. You Lose. message used in 33 States

28 States and Puerto Rico used paid advertising to support crackdown (including 13 SES)

You Drink & Drive. You Lose. FY ‘03/’04 RecapYou Drink & Drive. You Lose. FY ‘03/’04 Recap

FY ’04 You Drink & Drive. You Lose. message used in 33 States

36 States plus DC used paid advertising to support crackdown (including 12 SES)

FY ’04 You Drink & Drive. You Lose. message used in 33 States

36 States plus DC used paid advertising to support crackdown (including 12 SES)

FY ’03 $25,000

FY ’04 $27,000

FY ’05 minimum $14,000

FY ’03 $25,000

FY ’04 $27,000

FY ’05 minimum $14,000

Paid Advertising SupportYou Drink. You Drive. You Lose. FY ‘03/’04 RecapYou Drink. You Drive. You Lose. FY ‘03/’04 Recap

FY ’03 Outcomes

YD&D.YL First drop in alcohol-related fatalities since 1999 Alcohol-related fatalities declined by 3% Decline seen in 28 States

YD&D.YL First drop in alcohol-related fatalities since 1999 Alcohol-related fatalities declined by 3% Decline seen in 28 States

YD&D.YL PublicityYD&D.YL Publicity EnforcementEnforcement

Heighten Awareness/Visibility/Heighten Awareness/Visibility/Perceived Risk of PunishmentPerceived Risk of Punishment

Decreased Incidence of Impaired Decreased Incidence of Impaired DrivingDriving

Fewer Fatal and Fewer Fatal and Nonfatal InjuriesNonfatal Injuries

Today We Know What WorksToday We Know What Works

Enhancements for 2005

New communications calendar A new television spot Emerging media

online gaming sites and portals video games logo and spot placement on sports and music web

sites logo on scoreboards, tickers or running orders during

televised sports events

New communications calendar A new television spot Emerging media

online gaming sites and portals video games logo and spot placement on sports and music web

sites logo on scoreboards, tickers or running orders during

televised sports events

Earned Media

National press release announcing the latest alcohol-related fatalities and the YDDYL campaign.

National Satellite Media Tour Dr. Runge announcing the latest fatality numbers

National Video News Release Prepackaged news story with interview clips, file footage of

checkpoints and high-visibility enforcement

National press release announcing the latest alcohol-related fatalities and the YDDYL campaign.

National Satellite Media Tour Dr. Runge announcing the latest fatality numbers

National Video News Release Prepackaged news story with interview clips, file footage of

checkpoints and high-visibility enforcement

Creating Press Coverage

Develop A Flexible Plan Tie Into Paid Media Earned Media

Repetition of core issues and taglines Vary the messenger – Get partners involved Be ready to take advantage of opportunities

Publicize What You are Doing

Develop A Flexible Plan Tie Into Paid Media Earned Media

Repetition of core issues and taglines Vary the messenger – Get partners involved Be ready to take advantage of opportunities

Publicize What You are Doing

Beyond the Press Release – Drive the Story!Beyond the Press Release – Drive the Story!

Always Tie Into the Campaign!Always Tie Into the Campaign!

Beyond the Press Conference

Editorial Boards

Talk Radio

Profiles-Featured-Freelance Stories

Point of Sale

Teachable Moments

Op Eds – Letters to the Editor

Responses to Responses to Editorials

Editorial Boards

Talk Radio

Profiles-Featured-Freelance Stories

Point of Sale

Teachable Moments

Op Eds – Letters to the Editor

Responses to Responses to Editorials

Very Long

Calendar Opportunities New & Old Laws Proposed Legislation Technology Profile the Partnership Media Ride Alongs Cops-Nurses-Docs-EMTs Saturation Patrols & Stings Responsible Service Issues ABC Store Stings Card Scanners Lack of Adjudication Records

Calendar Opportunities New & Old Laws Proposed Legislation Technology Profile the Partnership Media Ride Alongs Cops-Nurses-Docs-EMTs Saturation Patrols & Stings Responsible Service Issues ABC Store Stings Card Scanners Lack of Adjudication Records

Underage Drinking Repeat Offender Beer Tax Sober Ride Programs Lack of Treatment ED/ER Screening Reduced Drivers Ed Courses Surveys-Polling Results Research Studies Crashes-Teachable Moments Dram Shop Laws Outstanding Warrants Youth Efforts

Underage Drinking Repeat Offender Beer Tax Sober Ride Programs Lack of Treatment ED/ER Screening Reduced Drivers Ed Courses Surveys-Polling Results Research Studies Crashes-Teachable Moments Dram Shop Laws Outstanding Warrants Youth Efforts

List of Publicity OpportunitiesList of Publicity Opportunities

New Year’s Eve July 4th

Super Bowl Labor Day

Spring Break Back-to-School

St. Patrick’s Day Tailgating

Alcohol AwarenessMonth

World Series- Halloween

Cinco de Mayo 3D Month

Graduation Christmas

Build On Media Times We Already Own

Highway Safety Communications Is…

A system, not a slogan

A program, not a press conference

A benefit, not a message

A long-term effort not a one-time shot

A system, not a slogan

A program, not a press conference

A benefit, not a message

A long-term effort not a one-time shot

Enforcement Campaign Dates For ‘05

Available Resources

www.nhtsa.gov Communications Forum

BuckleUpAmerica.org

www.nhtsa.gov Communications Forum

BuckleUpAmerica.org

StopImpairedDriving.org

SaferCar.gov

StopImpairedDriving.org

SaferCar.gov